7 steps to brilliant b2b digital marketing cim cheshire 14 oct 2013

7 steps to brilliant b2b digital marketing

with

René PowerDigital & Business Development DirectorBDB

Gearing up to deliver brilliant b2b digital marketing campaigns that achieve ROI objectives

@renepower www.marketingassassin.co.uk www.bdb.co.uk 14/10/13

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http://www.bdb.co.uk/

18 years in B2B marketing across a variety of sectors

Accomplished international (digital) marketer and business developer www.bdb.co.uk

Respected blogger www.marketingassassin.co.uk and www.smartinsights.com and published author

In demand b2b and digital marketing speaker

Passionate b2b marketer and advisor

About me



http://www.marketingassassin.co.uk/

http://www.smartinsights.com/


Who has a documented digital marketing plan with SMART objectives assigned?

Who runs a website?

[Is it designed around what customers want or what you want to tell them? ]

Who has a focused approach to search engine optimisation?

Who has access to analytics? Who uses analytics to improve what they do?

Who is using content to drive engagement, data capture and interest?

Are you using social media to drive brand engagement further?

About you



Running before you can walk?

Not cool.



Being seduced by the dark side of technology?



Not seeing results?

You’re not alone….



61% of respondents to Dave Chaffey’s 2013 Smart Insights survey said they didn’t have a digital marketing strategy written down.

Why do so many companies fail?

• They make assumptions– Audiences haven’t evolved– Haven’t moved online for information needs– Don’t have confidence with digital tools and technology

• Haven’t learnt how to listen and ask the right questions

• Don’t engage, advise, help, inform, entertain, develop

Why do b2b companies fail online?



Part I: The planningPt I: The planning

• Why? – Information is the primary

driver in B2B specification– Why? Professional buyers

seeking assurance– Browser mentality: supplier

research is predominantly conducted online

– You can’t measure effectiveness without goals or a benchmark

No 1. Don’t dip your toe; set a strategy

Doing things right ordoing the right things?



• Focuses activity • Sets tangible goals• Helps secure buy in at all levels• Assists financial & resource investment• Identifies / prioritises target audience• Understand channels / how they are used• Encourages use of channels

=> By design, likely to lead to more successful digital marketing

Making a case for digital



http://www.smartinsights.com/wp-content/uploads/2012/07/SOSTAC.jpg

SOSTAC – a framework for digital marketing planning


http://www.smartinsights.com/wp-content/uploads/2012/07/SOSTAC.jpg


• Digital SWOT • Online value

proposition• Return on investment

measured by– Sales– Savings– Attribution– Customer satisfaction

What goes into a B2B digital strategy

The organisation Strengths - S Weaknesses - W 1. Existing brand 1. Brand perception 2. Existing customer base 2. Intermediary use 3. Existing distribution 3. Technology skills 4. X-channel support Opportunities - O SO strategies WO strategies1. Cross selling Leverage strengths to Counter weaknesses through2. New markets maximise opportunities exploiting opportunities3. New services (Attacking strategy) (Build strengths for attacking 4. Alliance/co-branding strategy) Threats - T ST strategies WT strategies1. Customer choice Leverage opportunities to Counter weaknesses and threats2. New entrants minimise threats (Build strengths and defensive 3. New competitor processes (Defensive strategy) strategy)4.Channel conflicts



• Who they are• Where they go• What’s being asked or

discussed• What’s missing• Who’s helping• Who needs help

Know your audience



Know preferred channels and how they are used



Create online propositions



Support channel integration

http://www.customerchampions.co.uk/customer-journey-mapping-cjm/


http://www.customerchampions.co.uk/customer-journey-mapping-cjm/


Part II: The doingPt II: The doing

• Why? • Your website is most likely

the first port of call– 36% of B2B buyers look at

supplier sites during problem resolution

– 49% of B2B buyers look at supplier sites to shortlist

– 18% of B2B buyers look at supplier sites to make final supplier selection*

• Your website provides that crucial first impression*2012 Buyersphere survey

Step 2: Establishing home base

With over 10m .co.uk sites registered and 644m live sites worldwide – how do you stand out?



Dell business website



BOC online b2b website



Oliver Valves b2b website



UPS b2b website



Pentair Safety Systems UK b2b website



• Why? – Search is everything– Customers browse on their

terms– You have a great site = don’t

leave it as a great art in a dark, concealed room

Step 3: Getting and staying found

Search optimised sites can make or break businesses…and careers



• Use Google Adword tool for keyword analysis• Set primary keyword/s per page• Assess competition• Meta data - First 70 and 200 words and density• Meta description • Page titles, h1 tags and alt tags• Anchor text• Calls to action

On page SEO checklist


https://adwords.google.com/o/KeywordTool


Atlas Copco optimised for search



BOC optimised for search



Off page SEO

PPC

PPC

Organic

Off page SEO

Trade media

Trade associations

Directories

Search engine indexes

Social media

BloggersNews sites

Main-stream press

Website

Top Internet

sites

Discussion portalsTrade

shows

Conferences

Link bait

• Why? • Use content to attract

customers• Demonstrates authority• Builds reputation• Creates trust which leads to

transaction

Step 4: Driving inbound interest

Deliver useful and relevant information to customers when they most need it



• Agree what success looks like• Assign responsibility incl. senior level

sponsor• Audit what you have• Visit watering holes• Curate• Create• Repackage and repurpose• Create a calendar• Walk before you can run

Inbound marketing checklist



Content marketing mapping



Nokia Siemens inbound content



GE inbound content



Corning inbound content



Nutraingredients.com inbound content



Source: Being Your Brand Social Media Report 2012

Step 5: Going social


mailto:http://beingyourbrand.com/2012/04/10/social-media-industry-report-2012/


How do we want to be perceived?

What are we going to say, share, comment on?

How are we going to do it?

Who do we want to be associated with?

Who do we want to influence?

Who do we want to engage?

What are important issues to our audience?

How can we help, advise, add value?

Can we do this frequently?

Can we measure if / how our content matters?

How are we going to measure if audiences care?

How are we going to measure our relevance?

Do you (or can you) CARE?



Keep it simple Be persuasive and credible

Do something different...like help

Feedback dialogue not monologue

Engage...tell a story

Be personable...care

‘Sticky’ social media checklist



How social affects search



Ingersoll Rand on Facebook



PWCPWC engagement on Facebook


• Why? • Businesses can’t just help• They need to turn a profit• Finesse landing pages

– Tease and tantalise– Provide sign posts to action

Step 6: Turning traffic into leads

Always have a next step or action that the customer is inspired to take


Achieving better conversion


Part III: The analysis and improvementPt III: The analysis & improvement

• Why? …Really!?– Set up goals/funnels and assign value– Use forward and reverse path analysis

to indicate most popular/effective content

– Use event tracking to monitor calls to action

– Use content experiments to test/increase performance on key pages

Step 7: Make analytics your friend


Buzz by no of posts buzz by impressions shift in buzz channel

buzz asset popularity buzz by customer type mainstream media

mentions growth rate of fans follows friends contacts no of pass

alongs recommends embeds bookmarks subscriptions page

views clickthroughs changes in search ranking type reach channel

geography volume of posts impressions time spent clicks

contributions by bloggers chatrooms wikis online sales offline sales

savings change in share AEV event response email

open rate by time / region event attendance

buazz by time of day seasonal buzz competitive buzz category/topic buzz

buzz by stage in DM process mainstream media mentions installs downloads

uploads favourites likes comments ratings

increase in searches %of buzz with links no of views/interactions polls

virtual gifts tags popularity contest entries leads generated

products sampled store visits trials

customer acquisition & retention complaint handling

cost per click satisfaction feedback dwell time on site

bounce rate cost per customer

You can’t track what you can’t measure – but look at all this!


• Consider the impact of action / no action• Consider customer journey and experience• Set a strategy• Invest in your website• Improve your search visibility• Become useful and relevant• Go social with purpose• Work hard on conversion• Monitor and use analytics

Summary


And remember above all else


All content taken from “Brilliant B2B Digital Marketing” book (PDF)

Request a free review copy by email / Twitter DM

This and 100’s of other guides and resources are available to Smart Insights Expert members.

[email protected] @renepower http://marketingassassin.co.uk - sign up for new blog post alerts!blog

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Brilliant B2B Digital Marketing

Please check with Rene Power before using any images contained in this presentation